Cable TV accounts for half of the $96 million increase in spending.

Pass the 40

Entry into the exclusive top-40 club just got tougher. Fourth-quarter's No. 40-ranked spot saw a $4.4 million media spend — $1 million higher than the same position in the third quarter. The top-40 total rose $52 million over the previous quarter and accounted for 64.1 percent of the total money spent on campaigns.

The top 10 campaigns added up to $255.9 million in spending, accounting for 34.7 percent of the total. Considering there were 1,258 short-form DRTV campaigns aired during the quarter, the remaining 1,218 campaigns (97 percent of those recorded) only comprised 35.9 percent of the total dollars spent. As usual, Response provides two figures for the average amount spent of a campaign to adjust for this imbalance in spending. The average based on the grand total was $585,764.71 and the average adjusted to exclude the top 40 was $217,075.53.

Fig. 6

The staff of Response would like to once again thank TNS Media Intelligence for providing this valuable resource and allowing us to analyze and share this data with our readership.